Can you build a relationship on paper?

Paper? I think you can.

So, I was born in the Stone Age. I grew up without personal computers, mobile phones, or social media. A phone call to the next town was expensive.

I kept in touch with my cousin in Ohio and friends I met at camp with letters on paper. Later, I traded letters with boyfriends. I confess I might still have some of those letters somewhere…

And didn’t Cyrano woo his Roxane on paper?

Has that all changed? Nope. Despite many claims of its demise, direct mail is still king. If you’re serious about raising money, it should be a big part of your donor communications and relationship-building program.

But here’s another truth: you can use letters to hide from a relationship or to build one. What makes the difference?

But email and social media are free!

You don’t really think that’s so, do you? At the very least, they take a considerable amount of your time. But if all you – or the decision-makers at your organization – are considering is the cost to mail, you’re missing the forest for the trees.

Of course, you have a budget. But you have to look at both income and expense. And reaching people by mail continues to be more successful.

You don’t have to abandon email though. It’s great for keeping in touch between mailings. And all your communications should be connected… same strong asks, connected to your mission. We’re used to multiple communication streams now. Present yourself well in all of them, and you’ll be much more successful.

Technique

To build strong relationships through the mail, you need to communicate well. There’s an art and a science to good copywriting.

If you don’t have those skills, you can outsource copywriting to an expert. You can also begin to learn yourself.

My learning began with a printed newsletter Jerry Huntsinger mailed. You can get many of the same lessons for free now on SOFII.

But you can’t learn overnight. It takes years of failing and learning. Consider leaning on an expert while you learn. Even if you never do your writing, understanding how it’s done will help you choose your expert well.

Intention

As important as good technique are your intentions. Are you interested in a relationship or just in the money?

Because your donors and potential donors will see what matters to you.

• If your approach is formal, even cold…
• If you offer bragging rather than storytelling…
• If you’re too tied to a “brand” (meaning a particular font or color scheme) rather than an emotional message that’s easy to read…

Then you might be sending a message that money is the only thing you’re after. And hey, maybe you work for an organization with thousands of names and money to burn. If so, you can churn through purchased names and hope to stay ahead of attrition rates.

But most of us should care a lot about relationships and retention. That means your goals aren’t as simple as dollars. Your goals are about connecting the donor and the mission on the most human level possible.

When donors begin to care as much as (or more) than you do, you’re on your way. The dollars will follow.

Beyond the page – a plan

How does the written word fit into your plan for donors? Have you thought through the next steps?

First, remember not every donor will want a closer relationship. But if you have donors who are qualified and willing, do you have a plan for them? What happens after a first gift? How and how often do you communicate? Are you making it clear that you welcome two-way communication?

You can build long-term relationships with donors – even donors who will never be major gift prospects. Every donor matters. Do you have a plan to welcome, thank, and report back to all your donors?

You can also add thank you events. They can be a great chance to meet face-to-face in a relaxed atmosphere.

Many donors are quite happy to support your organization without one-to-one communication. But they all need to know they’re appreciated – and that their gifts matter. Remember that smaller-dollar loyal donors can someday become major donors – when they quietly make room for your organization in their wills.

Can you build a relationship on paper? The bottom line

Donor relationships can thrive through the mail (or email). But you have to do the work.

Bad copywriting is emotionally distant. It’s official. It stands back from the reader. It feels safe to you because it lets you hide from messy emotions.

To be successful you have to put your heart on the line. You have to risk writing emotionally.

You have to offer your heart to ask donors to give. That’s pretty personal, isn’t it?

Photo thanks to robarmstrong2